Nielsen Survey Confirms Global Desire for 3DTV, Mixed Purchase Intent
A new Nielsen survey of approximately 27,000 consumers confirms that, while purchase intent for 3DTVs varies from country to country, consumers around the world are getting more and more excited for 3DTV technology.
The survey found that the global average for consumers who "already own" a 3DTV is 4%, while 9% say they "definitely will purchase" a 3DTV set in the next 12 months. The Asia Pacific, Latin American, and Middle Eastern markets expressed the greatest desire to purchase 3DTVs, while consumer interest trailed in the United States and Europe.
In a separate study, Nielsen also found that after watching 3DTV content nearly six in ten participants agreed it was better than traditional TV watching, while 48% found it "more engaging." Among the 3D content most desired by consumers? Sports came out on top, closely followed by nature and animal content, action and adventure content, and then movies.
According to Frank Stagliano, Executive Vice President and General Manager of TV Primary Research for Nielsen, consumers are frequently "opting to take a 'wait and see' approach" to 3DTV. He pointed to recent technology wars between Blu-ray and HD-DVD, as well as between LCD and plasma, as examples of how the market has essentially "trained" customers to hold off and avoid being the early-adopters, for fear of choosing the "loser" in these technology battles.
More information on the survey can be found on Nielsen's blog and on the Cable & Telecommunications Association for Marketers (CTAM) website.